True To This, nouveau chapitre de Volcom

Volcommarques d’action sport du groupe Kering (anciennement PPR) a dévoilé récemment sa nouvelle signature de marque et son nouvel univers de communicatio, True To This, un slogan qui honore son histoire depuis 23 ans, tout en soulignant la future orientation de la marque et de sa clientèle mondiale. « True to This » sera accompagnée d’une nouvelle direction artistique pour Volcom, qui est l’une des marques de sports de glisse et de lifestyle parmi les plus reconnaissables et vénérées/populaires du grand public.

« Volcom a connu une importante transformation au cours de ces dernières années et notre nouvelle identité de marque est un moyen supplémentaire de mettre en avant et d’exprimer nos valeurs fondamentales alors que nous poursuivons notre croissance » a déclaré Jason Steris, le directeur général de la marque. « L’objectif pour nous est de nous appuyer sur les sports de glisse et de délivrer un message global et ciblé qui restera unique, authentique et qui parlera aux consommateurs de la génération Y ». Jason Steris a par ailleurs précisé que l’emblématique logo noir et blanc de la marque ne changerait pas.

Volcom a lancé la première vidéo avec sa nouvelle identité de marque le 12 août sur sa nouvelle platforme truetothis.volcom.com. Cette plateforme hébergera les différents chapitres de la marque qui seront diffusés jusqu’en mars 2015 et exprimeront visuellement l’essence de la marque ainsi que son point de vue sur les sports de glisse et les connexions entre les hommes et la Nature.

La connexion entre l’humain et son environnement est omniprésente dans ce film. Les sportifs sont dépendants de l’océan, la montagne, etc. L’essence des sports de glisse est retranscrite visuellement par Volcom dans cette vidéo. Le côté artistique fait partie de Volcom qui met la créativité en avant, la marque associe les différents talents, qu’ils soient sportifs ou artistiques car les « boardsports » regroupent ces 2 univers. Tous les sports soutenus par la marque sont présents dans cette vidéo : le skateboard, surf, snowboard…

 

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Le public core est visé et cette vidéo honore des années de soutien et d’implication dans ces sports de la part de Volcom. Mais on retrouve également l’ouverture à un public plus large en accord avec la stratégie de développement de la marque. Le nouveau message de fidélité que met en avant Volcom avec son slogan montre que la marque n’oublie personne, les pros, les artistes, les pratiquants mais aussi le public plus sensible à la mode qu’au sport.

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« Il y a des moments de conscience limités que nous ressentons quand ce que nous faisons à un moment donné est en parfaite adéquation avec qui nous sommes, ce qui crée un sentiment d’euphorie qui est profondément personnel » a déclaré Ryan Immergart, Vice-président du Marketing chez Volcom. « Les athlètes, les artistes et les musiciens expérimentent ce moment d’extase quand tout l’entraînement, la pratique et le travail acharné se traduisent par des moments de pure présence et de clarté. Nous qualifions ces moments d’ivresse spirituelle, des endroits dans le temps où nous sommes complètement et entièrement consumés [par l’émotion]. Cet état spirituel est l’essence même de notre message « True To This ».

Volcom propose des images magnifiques dans cette vidéo, rythmées par une bande son entrainante et adaptée à chaque séquence du film. On attend la suite de la campagne de Volcom avec impatience !

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2 Rétroliens / Pings

  1. Kelly Slater, ambassadeur Kering
  2. Volcom, still "True To This" ?

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